Hi all,

Trying to send these podcasts out sparingly. Sharing this one because it’s a fun one.

This week we discuss 5 parts of the newsletter that deserved more attention. We get into what worked, what didn’t, and most importantly how brands can use these nuggets.

Enjoy!

Around the 2min mark:

* EVERYONE’S MAKING KIDS // This week Mark Bittman launched his famous ‘How To Cook Everything’ cookbook but made for kids. I’ve mentioned that in Milan there were a shocking number of freestanding kids stores (everyone from Stone Island to Versace). Kith has opened 2 kids stores in BK this year alone. Kim Kulka is having profound Play. Tiny, Même. Boden Kids, Bubble, Yawn and more brands focusing on this space coming soon—mark my words.

At about minute 9, we get into:

* EVERYWHERE ALL AT ONCE // I loved Rachel Karten’s breakdown of Tiffany’s Elsa Perreti Collection social rollout. They focused on 1 hero piece. Stuck to carousels—bold. And went for niche (‘stylist’). Endearing yourself to the ‘industry’ = smart. Examples: Karla Welch, Thomas Christos, Allison Bornstein, Elsa Hosk, Laura Harrier, Peter Lux, Sarah Slutsky.

11:47-ish:

* BRANDY MELVILLE IS DESTINATION SHOPPING -> AfterSchool // The ‘kids’ are traveling over oceans and putting ‘Brandy Melville’ at the top of their destination list. One draw seems to be store size. Also interesting: BM appears to be aware that their core demo is aging out and are launching a new brand called St George to capture them. It’s less chaotic in the merchandising and has sizes.

18:47:

HEAVY WEIGHTS ARE GOING TO REPLACE REFORMERS // As the conversation around menopause has heated up, another one has followed: Gen-X/Boomer women lifting heavy weights. There’s now a consensus that to women’s long-term health they need to build muscle by lifting heavy weights. Such a GREAT place for brands to play. Franchises that make this less intimidating than a Crossfit Box. Product assortment ie. weighted vests that look good. Campaigns that target this older demo. Yes pls.

25.47:

CHECK INTO THE COPPOLA -> Feed Me // Francis Ford Coppola renovated a former Days Inn Motel in Georgia’s Peachtree City (not his first hospitality endeavor), and turned it into a hotel with everything you need to shoot a movie. Editing facilities, screening rooms, fitting rooms, recording studios, the whole 9-yards. Niche hospitality for creators—clever.

If you enjoy these, hit the little heart thingy. We appreciate it.

That’s all folx.

-Chris

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com

Very Small Is Beautiful – Sally Fallon Morell